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  3. Why do some new products succeed, bring millions of dollars to innovative companies, while others fail, often with great losses7

Why do some new products succeed, bring millions of dollars to innovative companies, while others fail, often with great losses7

admin2011-03-01  59
问题    Why do some new products succeed, bring millions of dollars to innovative companies, while others fail, often with great losses7 The answer is not simple, and certainly we cannot say that "good" products succeed while "bad" products fail. Many products that function well and seem to meet consumer needs have fallen by the wayside. Sometimes, virtually identical products exist in the market at the same time with one emerging as profitable while the other fails. Mc. Neal Laboratories’ Tylenol has become successful as an aspirin substitute, yet Bristol Meyers entered the test market at about the same time with Neotrend, also a substitute for aspirin which quickly failed.
   The nature of the product is a factor in its success or failure, but the important point is that they should aim at meeting the customer’s need, and the introductory promotion should seek to communicate that need satisfying quality and motivate the customer to try the product. Often, attitude change is involved, and, in the extreme, changes in life style may be sought.
   Here the company walks a tightrope. A new product is more likely to be successful if it represents a truly novel way of solving a customer problem, but this very newness, if carried too far, may ask the customer to learn new behavior patterns. The customer will make the change if the perceived benefit is sufficient, but inertia is strong and consumers will often not go to the effort that is required. During the late sixties and early seventies Bristol Meyers met with new product failures that exemplify both of these problems. In 1967 and 1968 the company entered the market with a $ 5 million advertising campaign for fact toothpaste, and an $11 million campaign to promote resolve. Both products failed quickly, not be cause they didn’t work or because there was no consumer need, but apparently because consumers just could see no reason to shift from an already satisfactory product to a different one that promised no new benefit.
Bristol Meyers failed in promoting fact toothpaste and resolve because______.
选项 A、these products were too expensive as compared with their direct competitors
B、both products failed to meet the customers’ needs
C、the customers could see no sense of a radical change of their habits
D、the company forgot an English saying:" You cannot teach an old dog new tricks."
答案C
解析 顾客们看不到彻底改变他们的习惯有什么好处。[A]它们与直接竞争对手相比太贵。[D]两种产品都不合顾客的需要。[D]公司忘记了英国的一句格言：“朽木不可雕也”，文中皆未提及。
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